The role of culture on online search behaviour: A comparative study between British and Chinese travellers

Abstract

This study explores the role of culture and its impacts on travellers’ online information search behaviour. The study is focused on two culturally diametric countries: United Kingdom and China (Hofstede, Psychology and Culture, 2011) and they have been selected as case studies, representing values from the Western and the Asian cultures. The research adopted a qualitative approach, and data was collected through interviews in order to enhance the understanding on the subject studied. Findings indicate that culture influences considerably the travellers’ behaviour in the online environment, and as a result of this influence, different behavioural patterns between the British and the Chinese travellers emerged. Conclusions discuss the implications for marketers aiming at the British and the Chinese tourists, and they highlight the need to adopt different strategies in designing and promoting their tourism products for these two particular markets